Business Writing Tip: Dealing With "Spin"

It may be an unfortunate sign of the times, but one wouldn't be too far off the mark to opine that a majority of rank and file employees today would characterize their company's communications as little more than "Management Propaganda".

Obviously, this perception should be a major concern for any organization, but, in truth, many times a Company Management will exacerbate this perception by being habitually circumspect in the way they communicate. And this is further compounded when a Management is seemingly indifferent to the ramifications of communicating in this manner.

Granted, companies often have legitimate reasons for "couching" their communications, but there's a fine line between being circumspect and engaging in "spin". And once this line is crossed, it is very difficult for any Management to reestablish its credibility.

In its most benign form, "spin" is merely disingenuous, but at it's worst, it is a deliberate attempt to distort the truth. That said, many companies still persist in using "spin" as a way to mask or delay unpopular decisions.

For their part, Business Communicators are paid to deal with "spin", and most do it with little resistance. But what about a situation when a communicator knows that he or she is drafting a communication that is deceitful at best, or is an outright lie?

Perhaps the communicator has inside knowledge that the company will be dropping a product line, or is planning to reduce staff. Spinning upbeat communications and denials in the face of such "hush-hush" plans is an unenviable task for any communicator. And one that presents limited options for drafters and writers of these communications.

Obviously, the above scenarios go beyond the mere "couching" of communications. In such cases, Business Communicators can react in two ways.

Some communicators will "salute" and complete the assignment, rationalizing that they ply their craft at Management's prerogative. Conversely, others may feel their talents are being exploited for unethical reasons, and they will anguish and stall over completing the assignment.

Regardless, there's no denying these kinds of situations can cause serious moral and ethical dilemmas for Business Communicators. As such, here are a few strategies a "troubled" communicator may have to consider when dealing with controversial assignments:

* Share your concerns about the assignment with your boss.
* Make it clear that you will not knowingly lie or compromise your values.
* Suggest a compromise communication that both you and the company can live with.
* Draft the communication as directed, but under protest.
* If all else fails, refuse the assignment.

It's true that any one of these strategies can pose a serious career risk for a Business Communicator. But if one's professional credibility and personal integrity are at stake, then refusing the assignment may be the only viable way to ameliorate the situation. It's a risky career decision for sure; however, it could also be the best personal decision in the long run.

Jack